This document summarizes O2's experience with eco-labeling and certification for mobile phones. It discusses: 1) Why O2 developed an Eco Rating system for mobile phones, which rates devices on a 0-5 scale based on corporate and device sustainability. Consumer research found sustainability would influence 44% of buyers. 2) The positive reaction to the Eco Rating from consumers, suppliers, stakeholders, and media. It provides a simple, clear picture of environmental impact. 3) O2's plans to expand the Eco Rating system within its parent company Telefonica and work with other telecom companies to develop a global sustainability standard for devices. O2 also released sustainability goals for 2015 through its Think Big

1. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Bill Eyres, Head of Sustainability, O2
Sustainable Brands
London Conference

2. The role of labelling and
certification in sustainable brands
success – the O2 experience
Bill Eyres
Head of Sustainability
November 2012

3. Labelling – part of a wider transparency movement?
Sustainability as a means to differentiate

4. Why Eco rating – and why now?
Sustainability as a means to differentiate
Consumer research in 2009 indicated O2’s sustainability credentials would
have some influence on 44% of respondents in terms of buying a mobile phone
• Eco rating was developed with full support from our handset
suppliers
• It rates both corporate and device sustainability
• A 0.0 to 5.0 score is achieved for each device
• Our rainbow logo was developed through consumer-testing
• This has been communicated for handsets both in O2 retail
stores and online since Aug 2010.

5. Why Eco rating – impact to date?
Sustainability as a means to differentiate
Reaction from Consumers:
‘Really appreciate a single source of truth – a simple score
covering the major concerns – ethics, chemicals etc.’
Reaction from Suppliers:
‘It can be completed in minutes’
‘Of all attempts to compare environmental performance, we
believe this rating system gives consumers the clearest picture on
the environmental impact of their phone.’
Reaction from Stakeholders / Media:
‘Strong appeal to a growing area of
consumers’
‘You can see at a glance what the ratings
are.’

6. Why Eco rating – and what next?
Sustainability as a means to differentiate
o Roll out within Telefonica, rewarding the purchase
of more sustainability-conscious handsets.
o Working with the wider telecommunications
industry, developing a Global Standard
o In 2012, we released our Think Big Blueprint
o People, planet and customer goals and
commitments for 2015.
o Continuing to drive change within our supply-
chain

7. Thank you
Bill.eyres@o2.com
@billeyres
Presentation title Author's name 10 December 2012 Confidential